INDUSTRY INSIGHT
RANGE REVIEW: ADHESIVES & SEALANTS
CONFUSED CUSTOMER HOW TO SEAL THE DEAL WITH A
With the growth of the do-it-for-me customers taking adhesives and sealants from strength to strength in the builders’ merchant industry, DIY retailers may need to simplify its merchandising to appeal to a novice DIYer. Kiran Grewal finds out more.
www.diyweek.net
transformed the way people shop. This has had an effect on the adhesives and sealants market, where customers can soon become overwhelmed by the array of products displayed before them, and no obvious explanation as to what each of them really do. One of these factors is that there
T
are now those who can afford an expert to do-it-for-them and those who are time-poor are less inspired
here are a number of factors contributing to in
changes consumer
behaviour and, in turn, have
to carry out their own DIY tasks. Bostik category manager in DIY & trade general adhesives Sam Brockley and category manager in sealants, foams, putties and wipes, Ian Girle, spoke to DIY Week. They say this has had a positive impact in the builders’ merchant category: “The DIY market has experienced a marginal decline in recent years, whereas the builders’ merchant market for adhesives and sealants has experienced growth.
“This could be down to a number of factors, one of which being the increase
in the number of UK
homeowners who are turning their backs on DIY projects in favour of
‘do-it-for-me’.”
They continue: “As it stands today, many DIY outlets have confusing fixture spaces, often with adhesives and
sealants mixed together,
which results in complexity and confusion for the purchaser. DIY retailers should look to simplify the adhesives and sealants fixture with effective point of sale material and a logical hierarchy of products. A ‘good, better, best’ approach can ensure that the DIY consumer chooses the right product for the right job, which will improve their purchasing experience and help build consumer confidence, potentially leading to an increase in
22 MARCH 2019 DIY WEEK 17
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